GRIPS CUSTOMERS & RESEARCH PARTNERS
Safety 1st, owned by Dorel Industries (TSX: DII.A, DII.B), demonstrated solid in-store performance during the first eight months of 2026, with revenue growing 11.0% overall according to Grips Intelligence data. The brand's average product price stood at $39.54, though pricing declined 17.3% since the beginning of the measurement period, reflecting a strategic shift toward more accessible price points. Amazon dominated the channel landscape with a commanding 99.3% revenue share, indicating a heavily concentrated digital-first distribution strategy. Most recently, the brand achieved month-over-month revenue growth of 0.4% as of August 31, 2026, suggesting stabilization after earlier momentum gains. Top-performing SKUs ranged from $77.91 to $159.99, with multi-functional convertible models leading the product portfolio across the tracked period.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 11% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 17% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Safety 1st on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Safety 1st.
BY REVIEW COUNT
Across 2.4M ratings on 1 channel, Safety 1st averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 2.4M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$99.99
Price
$2.71M
Revenue
$159.99
Price
$2.42M
Revenue
$159.99
Price
$2.05M
Revenue
$159.99
Price
$1.6M
Revenue
$77.29
Price
$954K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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